Affecting display of content based on negative reactions

• US 9,489,682 B2
• Filed: 05/26/2015
• Issued: 11/08/2016
• Est. Priority Date: 08/13/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Rabii, Bahman, Llach, Omer Gimenez, Pearcy, Brandon M., Lucash, Nathan P.
• Primary Examiner(s): Abrahamson, Amanda
• Assistant Examiner(s): Anderson, Scott C
• Application Number:
  US14/721,068
• Publication Number:
  US 20150254708A1
• Time in Patent Office: 532 Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.

Claims

1. A method performed by one or more processing devices, comprising:

outputting, by the one or more processing devices, first advertising content to a user device, along with a graphical control feature to be displayed with the first advertising content on the user device, the graphical control feature to enable a first user to provide a reaction to the first advertising content;

receiving, by the one or more processing devices and from the first user, the reaction to the first advertising content based on interaction with the graphical control feature on the user device;

in response to the reaction, outputting a graphical user interface to replace the first advertising content on the user device, the graphical user interface enabling the first user to provide feedback about the reaction;

in response to the reaction, identifying, by the one or more processing devices, second advertising content having a topic in common with the first advertising content, where the topic in common is identified based on text in the first advertising content and the second advertising content or based on Internet domains associated with the first advertising content and the second advertising content;

identifying, by the one or more processing devices, one or more second users having one or more characteristics in common with the first user;

adjusting, by the one or more processing devices, a price for distributing the second advertising content to the one or more second users based on the reaction and the feedback provided by the first user;

conducting, by the one or more processing devices and based on the adjusted price, an advertisement selection process for distribution of advertising content to the one or more second users; and

controlling, by the one or more processing devices, distribution of the first advertising content to the one or more second users based on an outcome of the advertisement selection process.

2. The method of claim 1, wherein identifying, by the processing device, one or more second users having one or more characteristics in common with the first user is based on a search of a user profile of the first user or a search of a social graph of the first user.

3. The method of claim 1, wherein information relating to the first advertising content based on the reaction is used to prevent distributing the first advertising content or the second advertising content in the future.

4. The method of claim 1, wherein information relating to the first advertising content based on the reaction is used to limit distributing the first advertising content or the second advertising content in the future.

5. The method of claim 1, wherein the graphical control feature comprises an interactive control feature.

6. The method of claim 1, wherein the one or more characteristics of the second advertising content are indicative of whether:

(1) the first advertising content is part of a same distribution campaign as the second advertising content, (2) the first advertising content and the second advertising content are owned or distributed by a same entity, or (3) the first advertising content and the second advertising content direct users to a domain controlled by a same entity.

7. The method of claim 1, wherein the one or more characteristics of the second advertising content are indicative of whether:

(1) the first advertising content and the second advertising content have a topic in common, or (2) the first advertising content and the second advertising content direct users to a same domain or to domains having similar topics.

8. The method of claim 1, wherein the one or more characteristics of the second advertising content are indicative of a relationship of a brand associated with the first advertising content to a brand associated with the second advertising content.

9. The method of claim 1, wherein identifying one or more second users having one or more characteristics in common with the first user comprises:

identifying elements of a profile for the first user that match elements of one or more profiles for the one or more second users, the elements relating to demographics associated with the first user and the one or more second users.

10. The method of claim 1, wherein controlling comprises determining not to distribute the second advertising content to the one or more second users based on the bid.

11. The method of claim 1, wherein adjusting comprises providing the second advertising content at a less favorable position in the advertisement selection process for distribution of advertising content to the one or more second users.

12. The method of claim 1, wherein adjusting comprises increasing the price for distributing the second advertising content relative to other advertising content to be distributed to the one or more second users.

13. The method of claim 1, further comprising determining, based on information relating to the first advertising content based on the reaction, a context, the context being related to at least one of an aspect of the response to the input and a time at which the first advertising content was provided;

and

wherein the context is used in adjusting the price for distributing the second advertising content to the one or more second users based on the context at a time at which the second advertising content is to be provided.

14. The method of claim 1, wherein information relating to the first advertising content based on the reaction is obtained based on negative reactions to the first advertising content by other users, the information indicating whether the first content elicits a negative reaction in general, elicits a negative reaction in a particular topical context or in a particular temporal context, or elicits a negative reaction by users having one or more characteristics in common.

15. The method of claim 1, wherein adjusting a price bid for distributing the second advertising content to the one or more second users is based on (1) the reaction by the first user to the first advertising content, (2) the common characteristics between the first advertising content and the second advertising content, and (3) the common characteristics between the first user and the one or more second users.

16. One or more non-transitory computer readable media storing instructions that are executable by one or more processing devices to perform operations comprising:

outputting first advertising content, by the processing device, to a user device, along with a graphical control feature to be displayed with the first advertising content on the user device, the graphical control feature to enable a first user to provide a reaction to the first advertising content;

receiving, by the processing device and from a first user of the first user device, the reaction to the first advertising content based on interaction with the graphical control feature on the user device;

in response to the reaction, outputting a graphical user interface to replace the first advertising content on the user device, the graphical user interface enabling the first user to provide feedback about the reaction;

in response to the reaction, identifying, by the processing device, second advertising content having one or more characteristics a topic in common with the first advertising content, where the topic in common is identified based on text in the first advertising content and the second advertising content or based on Internet domains associated with the first advertising content and the second advertising content;

identifying, by the processing device, one or more second users having one or more characteristics in common with the first user;

adjusting, by the processing device, a price for distributing the second advertising content to the one or more second users based on the reaction and the feedback provided by the first user;

conducting, by the processing device and based on the adjusted price, an advertisement selection process for distribution of advertising content to the one or more second users; and

controlling, by the processing device, distribution of the first advertising content to the one or more second users based on an outcome of the advertisement selection process.

17. The one or more non-transitory computer readable media of claim 16, wherein it is determined to increase the price for distributing the second advertising content relative to other advertising content to be distributed to the one or more second users.

18. A system comprising:

memory storing instructions that are executable; and

one or more processing devices to execute the instructions to implement a content management system to perform operations comprising;

outputting, by the one or more processing devices, first advertising content to a user device, along with a graphical control feature to be displayed with the first advertising content on the user device, the graphical control feature to enable a first user to provide a reaction to the first advertising content;

receiving, by the one or more processing devices, from the first user, the reaction to the first advertising content based on interaction with the graphical control feature on the user device;

in response to the reaction, outputting, by the one or more processing devices, a graphical user interface to replace the first advertising content on the user device, the graphical user interface enabling the first user to provide feedback about the reaction;

in response to the reaction, identifying, by the one or more processing devices, second advertising content having a topic in common with the first advertising content, where the topic in common is identified based on text in the first advertising content and the second advertising content or based on Internet domains associated with the first advertising content and the second advertising content;

identifying, by the one or more processing devices, one or more second users having one or more characteristics in common with the first user;

adjusting, by the one or more processing devices, a price for distributing the second advertising content to the one or more second users based on the reaction and the feedback provided by the first user;

conducting, by the one or more processing devices and based on the adjusted price, an advertisement selection process for distribution of advertising content to the one or more second users; and

controlling, by the one or more processing devices, distribution of the first advertising content to the one or more second users based on an outcome of the advertisement selection process.